International Journal of Research Studies in Management
Tourism Educators and Movers of the Philippines Special Issue
2022 Volume 10 Issue 1
Available Online: 17 February 2022
Author/s:
Orias, Mary Joyce S.*
Lyceum of the Philippines University Batangas, Philippines (mjoyce.orias@gmail.com)
Borbon, Noelah Mae D.
Lyceum of the Philippines University Batangas, Philippines (nmdborbon@lpubatangas.edu.ph)
Abstract:
The study examines the adoption of digital marketing among farm tourism sites in Quezon, Province. This includes identifying the demographic profile of the respondents in terms of sex, age, occupation, civil status and Digital Platforms frequently used, determining the factors influencing the adoption of digital marketing in receiving farm tourism related advertisements in terms of Technology self-efficacy, Usefulness, Active Control , Two-Way Communication, and Synchronicity as well as determining the impact of digital marketing of farm tourism sites in Quezon, Province to customers’ purchase intentions in the new normal in terms of performance expectancy, hedonic motivation, habit, interactivity, informativeness, and perceived relevance on respondents and lastly testing the significant difference on the assessment of the adoption of digital marketing when grouped according to the profile variables. The study used a survey questionnaire among 385 visitors of farm tourism sites as respondents. Based on the results, most of the respondents are 25 years old and below or Generation Z, male, in other occupation and majority are single. It was agreed by the respondents that usefulness was the most influential and synchronicity was the least. While, performance expectancy was agreed the most by the respondents on the impacts of digital marketing and the least was purchase intention. Significant difference was found on technology self-efficacy, usefulness, two-way communication and synchronicity among respondent working in the academe. As well as a significant difference in active control, two-way communication and synchronicity according to civil status. It was shown that the respondents agreed the most is the usefulness of digital marketing while the factor they agreed the least was synchronicity Also, the respondents agreed the most was performance expectancy and the factor that the respondents least agreed on was purchase intention. The study has a practical implication as it proposed a marketing innovative plan for the continuous improvement of the farm tourism.
Keywords: digital marketing, farm tourism, Quezon province, social media platforms
DOI: https://doi.org/10.5861/ijrsm.2022.12
Cite this article:
Orias, M. J. S., & Borbon, N. M. D. (2022). Adoption of digital marketing among farm tourism sites in the province of Quezon, Philippines. International Journal of Research Studies in Management, 10(1), 29-40. https://doi.org/10.5861/ijrsm.2022.12
*Corresponding Author